BIONADE expands its leading position in the premium segment

BIONADE can look back on a successful 2024 financial year: the organic pioneer from the Rhön region has managed to grow further, successfully enter the iced tea category and confirm its leading positions in premium lemonades, organic lemonades and lemonades in glass containers. A course that BIONADE intends to continue in the current year - also with refreshing new products.

The positive development of previous years confirms the organic pioneer's strategy of expanding the variety of its product range, occupying further market segments and also growing within established categories with new varieties and containers.

“Like with BIONADE iced tea peach and lemon, which have significantly exceeded our expectations since their launch around a year ago and are growing particularly among young target groups,” says Head of Marketing Corinna Fuchs. "Our naturally cloudy range with the orange, lemon and blood orange varieties is also in high demand. We now want to build on this with our new BIONADE Naturtrübe Limette."

Corinna Fuchs: "Every day, we feel that the gap between cost increases and consumer restraint has widened. The fact that our BIONADE is the triple number 1 in the lemonade market does not mean that we are resting on our laurels. On the contrary, we have big plans again this year."

Variety for all
With the expanded range in now three categories (lemonades, mate, iced tea), the variety of flavors from classics to unusual variants and with the 0.5-liter bottle as a supplement to the 0.33-liter bottle, BIONADE sees itself well positioned in an increasingly competitive market. Ostheimer can make attractive offers across all sales channels, for different target groups and for different consumption occasions.

Driving force and market shaper
"With our strong BIONADE brand, we want to continue to provide impetus, help shape the market and exploit our opportunities. Our long-term goal is to conquer the world of non-alcoholic soft drinks the BIONADE way," says Corinna Fuchs, who is self-assured.

To this end, the organic pioneer will continue to invest this year in additional new products, activating promotions and high-reach communication measures with a focus on out-of-home and digital campaigns. In addition to the ongoing national roll-out of BIONADE Naturtrübe Limette, there will be a new premium PET bottle made from 100% recycled material with a high-quality Plasxmax coating to complement the focus container returnable glass, as well as two limited editions for the first time. It starts with the variety favorite BIONADE Elderberry as an anniversary edition for the 20th anniversary of the Rhön organic farming project. This will be followed by BIONADE Naturtrübe Zitrone as a special edition, the label of which is the result of a design competition and part of the proceeds from the sale of which will go to the Biodiversity Foundation. “To protect and preserve endangered biodiversity,” explains Corinna Fuchs. "A cause that has always been important to us. Because our BIONADE contains 100% natural organic raw materials. But above all, because an intact nature is the basis of human life."

Organic is growing
A message that resonates with consumers despite inflation: according to the Yougov Shopper Panel, the organic market was able to increase sales and turnover again in 2024. Household spending on organic food and drinks rose by almost five percent compared to the previous year. Traditional food retailers now have a stable market share of 33.1% (previous year: 33.0%), while drugstores recorded slight growth to 29.0% (previous year: 28.5%). Specialty retailers, on the other hand, lost market share, now accounting for 26.4% (previous year: 28.4%).